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Executive Interview : Turkish Automotive Company Reflects on Gold Medal Win in Customer Service
Dogus Otomotiv in Turkey was named Best in Customer Service for a Medium In-House Contact Center at the Top Ranking Performers Regional Awards in 2016. Arzu Tekin represented the company at the conference in London and tells us more about the journey to a gold medal.
ContactCenterWorld: What was your reaction to being named Best in Customer Service (Medium In-house) for Europe, Middle-East & Africa?
Arzu Tekin: One and a half years ago, we started a new concept in the service provided from our contact center acting in the automotive industry. To carry on the vision of sustaining the customer satisfaction at an optimum level and despite the other automotive companies, we started progressing the customer relationship management in-house.
As a newly structured department, rebuilding our inner processes aligned with the field services in order to maximize our service quality, has been an important challenge that we had to dwell upon. Also improving our processes with the strength of our technology was one of our biggest aims and an examination that we had to succeed. From the very beginning, this was our main objective in our strategy.
Besides the positive feedback that we receive from our customers, winning such an award from the most prestigious organization in the industry, once again shows us that we are on the right path. That’s why we are very happy and satisfied with the result.
ContactCenterWorld: Has winning this award changed your approach to Customer Service in any way?
Arzu Tekin: Celebrating its 22nd year in 2016, Dogus Otomotiv is the leading automotive importer in Turkey and yet unconditional customer satisfaction is the top priority in the services we provide. Thus, we are familiar to our customers’ expectations for sure, and consistently track their needs. This award not only registered the things we’ve done and succeeded in a short period of time, but it also opened a door for new challenges. That "challenge" is to keep the sustainability of our success, while competing in new categories to add new awards besides this one.
ContactCenterWorld: Are you or your company telling others of your achievement and what are they doing to help promote your win in E.M.E.A.?
Arzu Tekin: Being among the biggest automotive distributers in Turkey, with the strength of the brands we import and our unique processes, Dogus Otomotiv is continuously being remunerated by the international and domestic organizations. The award we received from ContactCenterWorld.com simply and clearly shows how we care about our customers, therefore all the departments and employees celebrated the result with happiness and pride. We shared this achievement with our business partners and customers with a press release. It was a big satisfaction to hear their positive approach and praises once again from the 3rd parties.
ContactCenterWorld: How important was it for you to be seen competing for this Top Ranking Performers Award in your country?
Arzu Tekin: For the past 10 years, the contact center industry has forged ahead a long way by recruiting a huge amount of employees in this new area, bringing new investments in. Nowadays public enterprises and the private sector put an intense resource in reaching their customers. In previous years, many in-house and outsourced contact centers of Turkey participated in this organization. However, it is an important development for the automotive industry in our country that, for the first time, an in-house contact center presenting in the automotive industry wins an award. As in many other things, we continue our leadership.
ContactCenterWorld: Do you think being named a winner might have an impact on others with similar roles in Turkey?
Arzu Tekin: We’ve become a subject to the benchmarks with our vision of being an in-house customer experience center, although this is not our primary business line. In the past year, by means of the association, we have had several executive visitors working in the industry. Presenting in the same sector, our challenges, experiences and expectations are similar to each other. At this point, it wouldn’t be wrong to position our self at a level to be consulted.
ContactCenterWorld: Plenty of ideas were shared during the conference, how have you been able to take some of these Best Practices and introduced them into your Contact Center?
Arzu Tekin: In London, we had the opportunity to listen to different kinds of experiences in different business lines with various business needs. Such an efficient and beneficial week it was. We had a lot of outputs and new ideas from the presentations that the participants sincerely shared with all. We consider all the brilliant ideas that will also fit to our organization and employees, to improve the value we add to our customers.
ContactCenterWorld: Outside of your own category of Best in Customer Service (Medium In-house), what was another category that captured your interest and why?
Arzu Tekin: Generally individual categories were very interesting, inspiring and definitely got our attention. There are different departments in the contact centers’ organizational structures; and it’s really important to run all the processes fluently and with full integrity. In order to achieve this, individual performances play a crucial role. For that reason it was worth seeing the individuals’ direct effect on the organization.
ContactCenterWorld: How would you describe your journey to this point to someone who is considering entering the Top Ranking Performers Awards for next year?
Arzu Tekin: Everybody who wants to join the Top Ranking Performers Awards, should be aware that this is a long journey. It deserves a lot of hard work to compete and to show that you’re the best among the best. Above all, you really have to believe in how good you are at what you’re doing and then you can reflect it to the audience and professionals.
ContactCenterWorld: How are you preparing for the World Championships in Las Vegas, November 7th to 11th?
Arzu Tekin: Now the world finals are ahead. The achievement in E.M.E.A. is one of our biggest motivations for Vegas. Everybody in our company, from agents to the management team, are doing our best with the same will and enthusiasm, to show those awards were not just a coincidence but sustainable customer satisfaction is a part of our lives in our business.
ContactCenterWorld: Besides the award, what has been the best part of your experience with ContactCenterWorld.com so far?
Arzu Tekin: It’s a big value that the business you run deserves an award, for sure. Moreover, spending a week with the colleagues in London, hearing smart ideas from the region, and coming together with professionals of the industry has been a worthy opportunity for us.
About the Top Ranking Performer Awards
The annual Top Ranking Performer Awards was established in 2006 and is regarded by some as the Olympics of the contact center world as companies from all around the world compete for these prestigious awards and recognition. The 2017 awards are open already – details at www.ContactCenterWorld.com/worldawards
About the 2017 Contact Center Masterclass Best Practice Conferences
The annual Top Ranking Performer Conference was co-established in 2006 to run alongside the Top Ranking Performer Awards and is the most recommended industry conference in the contact center World. Delegates from all over the world attend and hear best practices shared by those who run centers. 4 events are run annually – one in Asia Pacific, one in Europe and 2 in North America – details at www.ContactCenterWorld.com/conferences
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About Doğuş Otomotiv:
Celebrating its 20th year in 2014, Dogus Otomotiv is an automotive importer in Turkey. Dogus Otomotiv determines its business plans according to its vision of offering “creative services beyond expectations,” and builds its corporate strategy with the aim of “being present in all the areas of the automotive value chain.”
Published: Friday, October 7, 2016